Ecommerce Content Marketing for SEO

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Ecommerce CONTENT MARKETING FOR SEO

Ross HUDGENS, Founder, Siege MEDIA

@rossHUDGENS http://siegemedia.com

Get the Deck:bit.ly/ross-mivacon

About MeFounder, Siege Media.

We are a content marketing agency in San Diego, CA with a speciality in SEO.

http://siegemedia.com

@rosshudgens

Content marketing is growing.

Businesses are publishing more than they ever have.

Ecommerce investment is only going to increase.http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf

Unfortunately, creation doesnt mean success.http://upload.wikimedia.org/wikipedia/commons/6/6d/04KJER0243.jpg7

More likely, most of the people ramping up heavily will end up hurting. With content development especially for SEO you cant hit publish and expect traffic.

@ROSSHUDGENS

Specific to SEO, the reality is still that content that drives SEO success needs a tie-in to links.Backlink correlation at 0.31.http://searchmetrics.com/wp-content/uploads/seo-ranking-factors-2014.png On the other hand, if your ONLY focus is links, youll probably fail, too.

@ROSSHUDGENS

STEP 1: CONTENT CREATION.

The most powerful application of content marketing in Ecommerce is top of the funnel, search driven content. http://www.rei.com/learn/expert-advice.html

@ROSSHUDGENS Combine content that can drive links with top-of-the-funnel search volume to explosively grow your business.

Stand Up Paddle Boarding for REI:18.8k Estimated Searches/Mo to Page53 Unique Linking Root Domainshttp://bit.ly/rei-paddle @ROSSHUDGENS

REI Growth From Search:

Not bad.Do Top-of-the-Funnel KW Research in SEMRush.

@ROSSHUDGENS Verify Linkability of the Topic Using OSE.

If 2-3 URLs ranking in the top 3 have 20+ links, you have a linkable subject.@ROSSHUDGENS

Insert URL Ranking #1 Into SEMRush to Determine True Search Potential.

23,400 total searches & $28.3k value for a camping list topic. http://bit.ly/rei-camping

Use Skyscraper Technique to improve on the current content ranking #1 for your topic.http://backlinko.com/skyscraper-technique

Unfortunately, not every industry has a ton of top-of-the-funnel SEO driven opportunity.We can teach them how to personalize products.. so they dont buy from us. Maybe not the best idea. @ROSSHUDGENS

If you focus on the flywheel, theres still lots of SEO benefit to be had from content marketing.http://bit.ly/rand-flywheel

Every piece of content you put out should have secondary KPIs besides links.http://thinkgeek.com/blog/

In ecommerce, the most valuable one for you is almost always email signups.http://thinkgeek.com/blog/

You should also have easily accessible links to all your social accounts on your blog.Other Suggestions:

Include related products in sidebar/below post.

e

Use an email CTA in the sidebar with a compelling offer/discount code for signup.

26

(Good) Infographics are a great way to engage audience/earn links.

eThey do especially well in ecommerce because tall images perform better on Pinterest.

ehttp://www.siegemedia.com/embed-code-generator

By using an embed code for infographics, you lower posting friction.

http://bit.ly/guide-to-gcs

Create marketable surveys using Google. Can cost as little as $100 to make marketable content.

Combine infographics and surveys for improved distribution.

Curate data from multiple sources to create a reputable ranking. Reach out to people who won.

@ROSSHUDGENS

Build native images for improved distribution on each social network.

Match the S.U.C.C.E.S. Model

http://bit.ly/mts-model

On April 21st Googles Mobile Update is coming make your content mobile-friendly, or lose traffic.http://bit.ly/april-21STEP 2: CONTENT PROMOTION.

@ROSSHUDGENS

Hitting publish and sharing on ineffective social accounts is not a distribution strategy.

@ROSSHUDGENS

Every piece of content should have a distribution plan, and defined success metrics.

@ROSSHUDGENS

On our blog, we define per post success as 100+ Twitter shares, which greatly informs macro goals of more leads, links, and organic traffic.

What distribution options do you have to get the results you w

If not existing social profiles, what are your distribution options as an ecommerce company? @ROSSHUDGENS

Facebook Dark Posts

Its possible to get CPC to .01 if you connect with a node (person connected to many like minded).http://bit.ly/fb-dark-posts

StumbleUpon Ads

Low engagement, high pageviews. Best for visual content. CPV can be .03-.08.http://bit.ly/su-ads StumbleUpon AdvertisingPinterest Promoted Pins

In early stages, must apply for access. Average CPC varies between .15-25 in limited sample. Best for tall images that lead to full post. https://ads.pinterest.com

http://bit.ly/outreach-bp Email Outreach

To generate high end placements like this, you need to do (consistent) email outreach for your content.

StumbleUpon Ads

Delicate platform for distribution, but big potential. Must be 100% sure you are good fit or risk ban. http://bit.ly/reddit-su Reddit Submissions

StumbleUpon Ads

High CPC ranging from $.25 to $.35, but can generate a lot of traffic. http://bit.ly/tab-out Content Recommendation Services

WARNING: Paid distribution can be worth it if you hit multiple KPIs (signups, follows, etc). If you only have one links youre unlikely to see ROI.

Content Marketing is a Process.@ROSSHUDGENS

You probably wont get it right the first time.@ROSSHUDGENS

But with work, youll slowly start getting better.@ROSSHUDGENS

And when it clicks, amazing growth is possible.@ROSSHUDGENS

Thank You! Questions?

Ross Hudgens, Founder, Siege Media

@rosshudgens http://siegemedia.com